In this episode, we welcome Tom Andersson, founder of STIQ Ltd., to explore the world of freemium market research in supply chain, logistics and warehouse automation.
Tom Andersson is founder and principal analyst at STIQ Ltd, a freemium market research publisher focusing on global supply chain technology sectors. Tom has an extensive background in M&A due diligence and market research. Since founding STIQ Ltd in 2018, Tom has become an expert on the global market for warehouse automation and robotics, including humanoids.
Tom shares how independent, unbiased research can help companies better understand complex niche markets without being driven by vendor agendas.
We discuss how global insights, deep sector knowledge and real-life field research shape strategic decisions in logistics. From AI and robotics to regional market developments, this conversation delivers valuable perspective on where the industry truly stands today.
Key topics and takeaways:
-> How STIQ’s freemium research model works and why neutrality is critical in logistics market analysis
-> The reality behind AI, robotics and humanoid hype in logistics and warehouse automation
-> Gobal differences in innovation across Europe, Asia, the US and emerging markets
-> Why data quality and practical use cases matter more than buzzwords when it comes to AI implementation
As always, this episode offers a grounded, experience-driven view of logistics innovation — beyond marketing narratives and surface-level trends.
Tune in to gain a clearer understanding of what truly moves the market and where the real opportunities lie. Follow Tom and STIQ for deeper insights into global supply chain research and emerging technology trends.
A big shoutout to Thilo Jörgl, who made this episode possible by connecting Tom with us.
Shownotes for our episode with Tom Andersson
Tom Andersson on LinkedIn
Website of STIQ Ltd
Toms‘ recommendation to follow: Yassir Al-Refaie
Freemium Market Research in Logistics: What the Industry Can Learn from Tom Andersson’s Global Perspective
In a logistics world saturated with vendor-driven marketing, bold promises and trend inflation, true neutrality has become rare.
In this episode of the Logistikpodcast, Tom Andersson, Founder of STIQ Ltd., offers a refreshing counterpoint: independent, freemium market research that prioritises objectivity, depth and real-world relevance over commercial influence.
The conversation provides a rare behind-the-scenes view into how serious market intelligence is created — and what logistics professionals should realistically understand about innovation, AI and global trends.
Understanding the Freemium Market Research Model
Tom explains how STIQ evolved from producing sample research reports into a scalable business model. Originally designed to demonstrate methodological capability to private equity firms and investors, these reports unexpectedly gained traction with technology providers who saw them as valuable marketing collateral.
The key principle, however, remained unchanged: neutrality. Even though companies can advertise within reports, they do not influence the content or findings. This ensures credibility and positions the reports as trusted strategic resources rather than disguised promotional material.
This freemium structure benefits multiple stakeholders:
- Vendors gain exposure without editorial control
- Logistics companies receive unbiased sector insights
- Investors get a transparent overview of niche markets
Why STIQ is Not a Consulting Firm
A critical distinction Tom makes is that STIQ does not participate in implementation or system configuration. Their role ends with delivering precise, well-researched intelligence.
However, their expertise is regularly sought by global corporations such as IKEA and Johnson & Johnson for strategic discussions on market direction and future developments.
This positioning reinforces STIQ as a knowledge authority rather than an operational service provider.
The Reality of AI, Robotics and Innovation in Logistics
One of the most valuable insights of the episode is Tom’s sober assessment of the current innovation landscape. Contrary to the hype dominating headlines, he notes that recent trade shows — including CeMAT Shanghai — revealed fewer groundbreaking developments than expected.
While AI is widely discussed, its practical application in logistics remains limited:
- Most usage currently sits on top of systems for documentation search and training
- True operational disruption through AI in WMS or robotics is still scarce
- Existing systems are already highly optimised, leaving limited space for revolutionary gains
Humanoid robotics, despite enormous investment, has yet to demonstrate meaningful practical breakthroughs.
Tom highlights a growing imbalance where software intelligence is advancing faster than hardware capability, creating limitations in real-world execution.
Why Data Quality Matters More Than AI Hype
A crucial learning from the discussion is that optimisation potential strongly depends on data quality. The principle remains clear: bad data in, bad data out. True AI performance requires:
- Proper sensor infrastructure
- Relevant data collection strategies
- Structured system design from the outset
In large-scale warehouses, AI may squeeze out marginal efficiency gains of 2–3%, but this only becomes meaningful when supported by systematic data engineering.
Global Differences in Logistics Innovation
Tom provides a compelling regional overview of logistics innovation:
- China continues to accelerate rapidly, driven by intense competition and innovation pressure
- Japan remains strong in traditional robotics but slower in warehouse automation
- Europe is currently challenged, especially due to automotive sector turbulence
- USA shows resilience with easier access to venture capital funding
- Middle East is investing heavily, though ROI timelines remain long
- South America is emerging as a rapidly developing automation market
- Africa faces structural barriers such as power stability and ecosystem maturity Rec logistikpodcast Tom Anderss…
This nuanced perspective illustrates that innovation speed is dictated not just by technology, but by economic structure, labour cost, and infrastructure readiness.
The True Role of AI in the Future of Logistics
Rather than replacing existing processes, AI currently acts as an intelligent interface layer — helping users navigate complex documentation, optimise training and simplify interactions with systems through natural language.
However, Tom cautions against unrealistic expectations of disruption. The logistics sector is deeply engineered and algorithmically mature. Future progress will likely come from better system integration rather than radical reinvention.
A Human Perspective on Innovation
Perhaps the most authentic moment of the episode comes when Tom highlights the personal value of collaboration. He credits his business partner, Yasser Al Rafaya, for bringing an engineering perspective that complements his own market-driven mindset.
This balance between technical depth and strategic foresight is what enables STIQ’s unique positioning in the market.
Key Takeaways for Logistics Professionals
- Innovation is currently stabilising, not exploding
- AI is an enabler, not a magic solution
- Data strategy must precede AI implementation
- Neutral research is critical for informed decision-making
- Global innovation varies significantly by region
- Execution beats imagination in real logistics environments
Knowledge over Noise
This episode with Tom Andersson serves as a grounded reminder: logistics innovation should not chase every trend, but focus on real-world applicability, data quality and strategic insight.
Freemium market research offers a powerful tool to navigate complexity — especially when delivered with true neutrality. As the industry becomes louder, the value of clear, structured and evidence-based intelligence becomes more essential than ever.
For logistics leaders, the message is simple:
Invest less in hype — and more in understanding.